Rearranged factory policy and maximum client outreach help the denim maker reap business benefits
If someone is on the deathbed, you highest can wish him a recovery. But probably none would expect the ailing person to recover and join a marathon. However, the tale of Aaron Denim is just like that -- rising like a phoenix from the ashes.
Being established in 2006, the denim maker discovered itself in complete despair in 2011. Subsequently, three of the founding partners walked out the enterprise – leaving Aaron's owner Mazakat Harun alone.
In 2020 during the pandemic, the manufacturer surprisingly exported 30% more than what it did in the previous year – at a time when the country's pandemic-induced ready-made garment industry had been struggling for survival.
After the departure of the partners, Mazakat Harun and Aaron adopted "occupying the crease" policy in 2011. He did the business with a moderate margin, paid the bank loans and just kept the business afloat.
His son Sayed Ibn Mazakat joined the factory after completing his higher study in the UK in 2017– a watershed moment in Aaron's history.
A father-son expedition
When the son of a factory owner becomes the top boss, grossly two things can happen – the newbie can help deteriorate the company condition, or rarely he would help elevate it from the situation.
Sayed Mazakat did the rarest thing. He rejuvenate the factory with modern business concepts and upgraded the production lines while the father supported the son with what Sayed lacked – the business experience.
The duo synchronized tremendously and made the factory striding ahead.
Soon after joining the office, Sayed Mazakat rearranged the marketing policy, reached out the buyers and boosted Aaron's outreach mechanism.
The chief executive officer of Aaron said he found the factory is quite a mess upon the joining.
"I rearranged the office promptly. At the time, our factory used to produce 1 million yards per month which I managed to raise at 1.40 million yards. In 2021, the target is to enhance the capacity further to 2.5 million yards."
In 2019, he brought in some machinery to upgrade production quality, which subsequently helped raise the demand.
The $30 billion business has increased to $50 billion now. Aaron clocked 30% growth in 2020 even amid the pandemic, said the CEO.
He said the denim manufacturer is sitting on demands till February this year. "Our 70% of the production capacity is being used to supply Spanish buyer Zara. This encourages me to ramp up the production capacity further," he noted.
Sayed is now planning to enter garment manufacturing in 2022 with 20 production lines in first phase.
He said though he dreamed to get a PhD, he had to return home from abroad to help his father in family business.
Quality, commitment and communication: Aaron's adopted the motto
Since joining, Sayed has been giving the family business a heads up in extensive online communication with buyers and company outreach.
"Many maintain two-three buyers which is okay. But we maintain a lot of buyers. There is almost no company which does not get our samples," he said.
To attract the buyers, Aaron hosted a week-long denim expo at its Savar factory. Many buyers joined it virtually.
He said he never compromises with quality or commitments to buyers. Besides, the denim maker emphasizes product diversification, research and development, green manufacturing and ethical business plan.
"These are crucial for sustainable business. Our factory modernization aimed at less carbon emission. We believe there must be a very good understanding between the suppliers and clients."
On top of this, Sayed said he always try to treat around 1,000 workers at the factory as like his family.